Online festive shoppers go straight to brand sites

Direct-to-consumer (D2C) online retail is more important than ever before, according to the new Peak Holiday 2020 report from e-commerce experience specialist Bloomreach.

The data reveals that direct site traffic makes up 80 per cent of all desktop holiday commerce traffic in Europe and North America, with the remaining traffic made up of search engine traffic (15 per cent) and advertising search traffic (5 per cent).

Social search accounts for less than 1 per cent of all traffic.

The data shows a “clear consumer appetite for direct engagement with brands”, said Bloomreach.

Mobile continues to be the most popular channel in the UK, with 64 per cent of purchases taking place on mobile devices.

It is also clear that holiday shopping started earlier this year, with seasonal search terms making an appearance as far back as September.

Bloomreach said “pandemic-induced concerns” resulted in consumers shopping earlier and spreading out their shopping over a longer period of time compared to previous years.

Brian Walker, chief strategy officer at Bloomreach, said: “There is a common fallacy in the industry that retailers need to use third-party marketplaces to succeed.

“While these third-party marketplaces can help getting your products discovered, our data shows that consumers have become more knowledgeable about brands and aim to engage directly with them.”

He said: “With such a high percentage of consumers going straight to a retailer’s website, it is vital that brands invest in their direct e-commerce strategy.”

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